Pureprofile Buys CRNRSTONE Research

Pureprofile is acquiring Australian qual specialist CRNRSTONE Research, formerly known as Stable Research, from its current owner Bastion Group, for a total consideration of $AUD 700,000.

Pureprofile, led by CEO Martin Filz (pictured), provides online research solutions to corporate and agency clients, building in-depth profiles of consumers via proprietary and partner panels. Three weeks ago, the firm reported double-digit growth in both revenue and profit, with revenue for its 'Rest of World' business having overtaken that for its original home market of ANZ, in the last year.

CRNRSTONE was founded in 1992, was acquired by Bastion Collective in 2018 and was given its current name in a rebrand in 2022. The firm provides qualitative research fieldwork services to brands, organisations and research agencies, including access to its Soapbox qualitative proprietary panel of more than 100,000 Australians. With the buy, all its staff will join Pureprofile, and the business will keep its brand for now, along with the leadership of Nathan Saville, its GM since joining two years ago.

Pureprofile says it expects CRNRSTONE to generate revenues of approximately $3 million and pro-forma EBITDA of $300,000 in the fiscal year 2026. Pureprofile's existing panel members will be inviting to add to their rewards by also joining CRNRSTONE's qual panels.

'We are delighted to welcome CRNRSTONE into the Pureprofile family,' says Filz. 'Its specialist qualitative research capabilities enhance our current quantitative service offering and align closely with our core business and values. The strength of the team and quality of the client base make CRNRSTONE a valued addition to the Group. As a result of this acquisition, Pureprofile clients will have access to a comprehensive suite of research services encompassing online focus groups, in-depth interviews, specialist qualitative assets and panels, and integrated qualitative plus quantitative research programs.'

Web sites: https://crnrstone.com.au and www.pureprofile.com .